Upgrading Development and Application of Agricultural Information Service System Based on WeChat Public Platform— —A Case of WeChat Public Platform of 12396 Beijing new rural sci-tech service hotline

The WeChat public platform is a new service platform based on WeChat applications that provides business services and user management for individuals, businesses and organizations. It provides a new solution to the lag of agricultural information dissem-ination in the traditional media. However, services based on Tencent's backend can only meet the basic needs of users and reduce the user's experience in agricultural science and technology consulting process. In order to provide efficient and convenient service to users and solve existing problems in consultation process, the platform-related API were used to upgrade the 12396 hotline WeChat public platform to an integrated agricultural information interactive service system. It mainly carries out the following three aspects to upgrade development. Firstly, 12396 hotline WeChat public platform added two sub-menu items, “use ask” and “expert answer” to push the user’s question to expert directly, reducing the backend customer service’s works and improving the efficiency of problem solving. Secondly, 12396 WeChat public platform upgraded and developed an integrated "one-stop" micro-site to allow users know the agriculture market timely, releasing supply and demand information, etc. Thirdly, the 12396 WeChat public platform combined initiative push information with the user's automatic acquisition of information by sending keywords which increased user selectivity. The upgraded platform has obtained a good preliminary application achievement and recognized and welcomed by users. Finally, we concluded and looked forward to the future development direction of agricultural mobile consulting.